Too often, leaders take on a “bunker mentality” when a crisis strikes, Ouellette says, hunkering down and withholding information from the press, staff, and members. Instead, leaders should “fill the information vacuum by helping to shape coverage of the crisis. Saying ‘no comment’ makes no sense. Spread the message that you care.”

“Transparency and honest communication are expected today,” she continues. “It’s a dialogue, not a monologue.”

“Pay attention to what’s happening within your credit union, and watch for outside events that could affect it,” she says. “Look within and look around. What could become a crisis?”

Also, recognize that the media has a right—and responsibility—to cover crises. “Acknowledge that fact and work effectively with your local media. Build equity with the media now—it will be too late after a crisis.”

Ouellette offers these crisis communication tips:

►Don’t give a story legs. Have a crisis communication plan in place and respond during the same news cycle in which a crisis is reported.